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T-Mobile Netherlands to shut down Knippr

T-Mobile Netherlands has announced plans to shut down its mobile-first over-the-top TV service Knippr on June 1, two years after it launched.

In a post on the Knippr site, T-Mobile said that the success of a service like Knippr relies on scale, which it has not yet achieved and will not be able to realise “within a reasonable period of time”.

T-Mobile said that while the over-the-top TV market continues to win viewer acceptance, the costs for exclusive content are high, making it difficult to continue to offer a standalone TV service at a competitive price.

“We have seen that there is potential for this unique way of watching TV,” said T-Mobile’s director of consumer marketing, Tisha van Lammeren.

“As with many start-ups, you learn by doing and you sometimes come to the conclusion that you have entered the market too early for the general public.With Knippr we are still addressing too small a target group at the moment.”

“We still believe in a-la-carte OTT TV services, but in order to safeguard our competitive position we have to offer it in a more traditional, or bundled form.”

Knippr went live in June 2016, offering a range of Dutch TV channels and on-demand offerings to viewers as an alternative to cable and pay TV offerings.

The service was designed to offer a different way of viewing for consumers frustrated with obligations to sign up to big basic packages, bundled offerings and long-term contracts.

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